The Definitive Guide to Local SEO in 2024 [Actionable Tips & Checklist]
You’re losing significant business if you’re ignoring local SEO in 2024. 💸
Local SEO is more important than ever. 87% of the customers use Google to find & evaluate local businesses. Your business won’t appear on search results if its local SEO is out of track.
The best part is – optimizing your business for local SEO is quite easy!
In this concise guide to local SEO for 2024, you’ll learn everything — from the basics to actionable local SEO tips to rank on the 3-pack for local queries.
📕 If you’re a beginner, bookmark this page as your go-to guide to local SEO in 2024.
This Google local seo guide is for you if you want to optimize your business or your client’s business for local searches. At the end of this guide, you’ll also find a complete local SEO checklist for 2024 to summarize the learnings.
Table of Contents
- What is Local SEO?
- Why is Local SEO Important?
- Understand the Google 3-Pack
- How Does Local SEO Work? (+Ranking Factors)
- How to do Local SEO? – The Complete Local SEO Guide
- Local SEO Checklist to Follow in 2024
- Bonus Content: 10 Useful Local SEO Tools
- Get More Visibility Using Local SEO
What is Local SEO?
Local SEO is the process of improving business visibility on search engines for local search queries.
The brick-and-mortar businesses can appear on search engines using local SEO, which helps build awareness, improve customer trust, and increase store walk-ins.
It involves optimization for local queries through keyword research, Google Business profiles, citations, and local content.
Why is Local SEO Important?
Let’s say you’re the owner of one of the many coffee shops in the city. And you’ve optimized your business for a strong local SEO.
Now, your coffee shop will appear on the top results whenever someone in the area searches for “coffee shops near me” or a similar queries. This gives you a competitive edge over the other coffee shop businesses in your area.
Therefore, local SEO is important to get your business noticed by others in a specific geographical region. It can benefit marketing your business in several ways — get more traffic, high-quality leads, and store walk-ins.
Understand the Google 3-Pack (Map Pack)
Search engines, such as Google, display local businesses in search or maps when someone looks for a business nearby. These results are displayed through a Map Pack (a.k.a 3-Pack) above the traditional search results. They contain information such as reviews, location, and open hours.
Here’s an example of a Google 3-pack for the query “coffee shops”:
The results are displayed depending on the location of the user.
In queries containing a specific location, for example, “coffee shops in palo alto,” Google will display local results for that particular region.
How Does Local SEO Work? (+Ranking Factors)
For queries looking for a local business, Google displays local business results through the Map Pack.
Google clearly mentions the top ranking factors for local SEO. The results are based on relevancy, distance, and prominence.
- Relevancy: It is how well the business matches the search query. Complete business information, along with reviews from other customers, helps establish relevancy.
- Distance: It is the distance between the location specified in the search query and the business address. In case the search query does not contain any location, the search engine considers the user’s location.
- Prominence: It refers to the popularity of the business. Google understands that a business is popular through online mentions, links, articles, and directories.
On the basis of the above top local SEO ranking factors, we can conclude the following unique local SEO ranking signals:
- Location of the user & business
- Information on Google Business listing
- Keywords used in Google Business profile
- Sentiment & keywords used in online reviews
- Overall ratings of the Google Business profile
- NAP citations and listing in online directories
- Shares on social media
You’ll learn each of the tactics in detail through this beginners guide to local SEO to boost your business marketing.
How to do Local SEO? – The Complete Local SEO Guide
Local SEO is indeed not a single-step process. But it is not as hard as cracking the nuclear code either. Here’s the definitive guide to local SEO optimization you need in 2024:
Perform a Local Keyword Research
First, you’ll need to finalize the keywords you want to target.
Performing keyword research will help you discover the terms people use to find a business like yours on search engines. In most cases, it is a one-time process.
The entire local SEO strategy will revolve around ranking for the selected keywords.
You can perform keyword research in multiple ways:
- Google Suggest & related searches
- Google keyword planner
- Other third-party tools
Find local keywords using Google Suggest & related searches
It is the easiest way to dig up the local keywords for your business.
Open Google in your browser and make sure the location is set to nearby the business location. Now, type a term related to your business in the search box and wait for the auto-complete suggestions.
In most cases, it is an obvious term – for example, “coffee shop.”
It returns very relevant keywords to target for local targeting!
You can add a letter to the query to get more refined suggestions.
For example:
You can also use the related searches shown at the bottom of the results to get more keywords.
For example, here is a screenshot of related searches for the “coffee shops near me” query:
Note all the relevant keywords through Google Suggest and related search features.
Tip: If you’re unsure whether a keyword has local intent, search it on Google to know!
Find local keywords using Google Keyword Planner
Keyword Planner by Google is a useful tool for finding terms to target for Google ads for business.
But you can also use it for finding keywords. It allows you to discover keywords for a specific geographical region or area.
Go to Google Keyword Planner > Discover New Keywords.
Enter a root term, e.g. “coffee shops,” related to your business, and select the target location. You can also change the language.
Click Get results to get the list of the local keywords related to your business.
Now, you’ll get a list of keywords related to your business.
You can also change the date range and broaden the search by including other terms. Consider the last three months of data for finding keywords.
Jot down the relevant keywords to your business.
Tip: You can consider the average monthly search metric to prioritize the keywords.
Find local SEO keywords using third-party tools
Optionally, you can also take help from third-party SEO tools to find keywords for local SEO.
Some of the preferred tools are listed below:
- Semrush
- Ahrefs
- KWFinder by Mangools
- KeywordTool.io
- Uber Suggest
Finalize a few keywords you want to rank for and proceed with the next steps of local SEO optimization.
Create & Optimize Google Business Profile
Google Business Profile (earlier Google My Business) is a must to rank on the local 3-packs.
If you’ve not created a business profile on Google, do it now. Sign up for a Google Business Profile and create your account.
You can also claim the business if it already exists unclaimed on Google Maps.
Fill in every detail about your business – as much as possible – in the Google Business profile.
This will help the customers planning to visit your business. Some crucial details are complete address, open hours, working days, phone number, site address (if any), and photos. You can also add products, services, and restaurant menu details.
Consistency is key when it comes to local SEO
Ensure to use the same information everywhere. Use the same business name, address, and phone number everywhere. In local SEO, this is called Name, Address, and Phone (NAP) consistency. (Learn more on that in the next section.)
Encourage customers to write reviews
Customers trust other customers! Positive customer reviews are also one of the top ranking factors for local SEO. Google Business allows you to create a link & share it with customers to get reviews. You can include the review links at important places, such as:
- Include it in thank you emails
- Add it at the end of a chat interaction
- Include it on your receipts
- Keep the QR code at your shop
Engage with the customers
In addition to getting customer reviews, replying to them is also important. It helps you keep the customers engaged and get feedback about your business.
You should also regularly answer the questions customers ask in your Google Business profile.
Use Google Posts
Google Business allows you to share new updates related to your business with customers via Google Posts. You can leverage regular posting to improve your business’s local rankings.
Share marketing messages, new offers, product/service updates, and seasonal information with the customers. The post is displayed for up to six months on the business profile.
Here are some tips to effectively use Google Posts for local SEO:
- Post regularly about news, offers, and events
- Use high-quality images & videos
- Double-check target links before posting
- Naturally include the keyword you want to target for local SEO
Maintain NAP Consistency in Citations
Listing your business in online directories and map data aggregators is important for local citation building.
It can help search engines easily verify the authenticity of the business.
Some of the top free directories include:
- Google Business (that’s the main one!)
- Bing Places for Business
- Apple Maps
- Yelp
- Foursquare
- Yellow Pages
The directory sites may also vary according to your location and industry.
But, as I mentioned earlier – consistency is key in local SEO. Every online mention of your business name, address, and phone number (NAP) should be consistent. Use exact information across the directories and Business profile.
Even a single difference in letter or space can be problematic. Business NAP should exactly match everywhere.
For search engines, “221B, Baker’s Street” is NOT the same as “221 B, Baker’s Street“.
Therefore, you should regularly audit NAP for any inconsistencies and fix them. Fortunately, you don’t have to do it manually; there are tools to help you with that.
Some of the best ones include:
- Moz Local Search
- SEMrush Local Listing Tool
- WhiteSpark Citation Builder
- SEOfoxy Local Listing Tool
These tools help you easily check local citations with inconsistent NAPs across the internet.
You can also search for exact matches manually by using Google search operators.
For example, let’s say you’ve recently changed your address – you can search for a phrase from your old address to get the old citations.
On-Page Optimization (for websites)
If you own an online site, there is a good opportunity to optimize it for better local SEO.
The on-page SEO factors are also known to affect the business’s local rankings in the 3-Pack. The most important factors include location-based terms at important places, such as page titles and meta descriptions.
Importantly, mentioning your business name, address, and phone number (NAP) on your site should also be consistent, as stated earlier. You should also list the business address in the website footer.
You can create location-specific pages on your site if your business is located in multiple locations. Let’s take the example of bestcollateral.com, which nailed the on-page local SEO.
The company has several pawn shops in San Francisco Bay and Northern California. The site contains a dedicated page for each location, with links in the main menu.
The webpage of each of the Pawn shops contains the location & contact details, along with additional information.
This makes it easy for search engines to build proximity and identify the local business.
In addition to the 3-packs, on-page optimization also unlocks an additional opportunity to rank on the traditional results. In the above example, bestcollarteral.com grabs a position in the Map Pack and on the traditional results.
That’s a double benefit!
Here are the actionable tips to optimize your website for local SEO:
- Create a location-specific page.
- Include the keywords in headings, titles, and meta descriptions.
- Use area/region/city name in the anchor texts of the internal links.
- Implement local business schema.
- Build local content in regional languages.
- Make your website mobile-friendly.
There you go! Try these on-page optimization tactics and get your local business noticed through SEO.
Build Local Backlinks
In search engine optimization, backlinks are an important ranking factor which acts as a vote of confidence.
Backlinks are equally important for local SEO as well.
Links from other local businesses help establish relevancy for local searches. In addition to this, they also help drive local traffic to the website, which ultimately improves brand visibility.
Here are the top ways for local link building:
- Hold local events and get media attention.
- Ask for backlinks from other local businesses you’re working with.
- Reach out to local review sites and directories to link to your website.
- Keep an eye out for local queries on the platforms such as HARO, Help a B2b Writer, and Terkel.
Make sure to maintain NAP consistency on the other linking websites as well. If possible, build links with keywords in the local anchor texts (e.g. best coffee shops in San Jose.)
Track Local Rankings
Local SEO is a consistent strategic process of optimizing your business for rankings.
Regularly measure your local SEO results, i.e. rankings, to know what’s working and not.
The position of your business on local results may change even for places a few hundred meters away. Therefore, you need to track the local SEO rank for different areas.
Fortunately, there are tools for that.
You can use the rank tracking tools by Semrush, Whitespark, Brightlocal, or Localo for that.
Remember, search engine optimization is not a single-step process.
Keep tracking and keep optimizing!
Local SEO Checklist to Follow in 2024
To summarize the Google local SEO guide, here’s a short Local SEO checklist you can keep handy to optimize a local business for organic traffic:
- Complete the Google Business profile
- Use Google Posts to publish content
- Create a listing on online directories
- Maintain NAP consistency
- Get & respond to customer reviews
- Add business address to website footer
- Add Google Maps to the contact us page
- Use local business schema markup
- Build backlinks from local businesses
- Make your website mobile-friendly
- Several internal links for local pages
- Publish local content on the website
Enjoyed reading? Check out other helpful reads:
- Definitive Guide to Google Rich Snippets for SEO
- Google’s Featured Snippets for SEO (+ How to Get Them)
- Bing Search Algorithm: Top Ranking Factors In 2024
Bonus Content: 10 Useful Local SEO Tools
Local SEO involves a lot of things – from finding the local keywords to generating local backlinks. Several tools available in the market can help you with one process or another.
Here I list the top 10 best local SEO tools to help you with the process.
1. BrightLocal
Brightlocal is an all-in-one local SEO toolset. It offers features to track local rankings, build and manage local citations, and audit the Google Business profile. Overall, it helps in the reputation management of the local business.
2. Whitespark
Whitespark is a Canadian local SEO software and services provider. The toolset includes a local rank tracker, citation builder, and reputation management. It also offers a free tool to check reviews of Google Business at a glance.
3. Moz Local
Moz is a renowned name in the search engine industry. The Moz Local toolset includes a robust business and review management platform. It also offers powerful features to engage customers and generate insightful local SEO reports.
4. Semrush Listing Management Tool
As the name suggests, this tool enables you to build and manage your business listings online. It helps you easily update the information across the listings to maintain NAP consistency. Besides this, it comes with a powerful tool to measure the performance of local listings within the city.
5. Birdeye
Birdeye is a listing management and messaging platform for local businesses. It offers a powerful listing management tool to help you maintain your business’s online presence. The powerful review management tool helps you gather more reviews for your business.
6. GeoRanker
GeoRanker is an online local rank tracking and competitor analysis platform. Using the Georanker, you can track your local rankings automatically for all locations. It also offers to analyze the local citations for your business to correct the inconsistent ones.
7. Localo
Localo is an AI-powered local SEO tool set perfect for optimising Google Business profile. The tool offers step-by-step enhancement suggestions to improve the business’s overall visibility online. It is a single-pack toolset for all your local SEO needs, from basic optimisation to review management.
8. Serpstat Local SEO
The local SEO tool by Serpstat allows you to manage your business’s online presence and improve the local rankings. Notable features include rich reporting, Google Business optimization, online directories & reviews management, and automatic content posting.
9. Yext
Yext is a dedicated online reviews monitoring platform. It integrates with several online directories and websites, allowing you to manage and respond to reviews through a single platform. It can also help you showcase the reviews on your website.
10. Google Tools (Business, Keyword Planner, and Trends)
As I mentioned earlier in this guide to local SEO, you can use several Google tools to optimize for local searches. The most crucial one (as we all know) is Google Business. Google Keyword Planner and Trends are also useful for performing basic keyword research and knowing what customers are searching for from a specific area.
Get More Visibility Using Local SEO
That’s a wrap for the guide to local SEO in 2024. Try the above strategies to do local SEO step-by-step to improve the local rankings of your/client’s business.
You can also take help from our SEO professionals to optimize your business for local SEO. We offer customized local SEO services, including Google Business profile optimization, citation & listings management, and backlink building. Contact us now to get a quote.
Need professional help? Get a FREE Consultation from SEO experts to get your local business noticed.
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